(Retailers typically get lower margins on these items than with special buys from little-known labels or with more-profitable store brands.)

For instance, there are more discounts on Apple products than ever before, said Michael Brim of the Black Friday deal-tracking site bfads.net. “Where we used to see Apple products only bundled with gift cards, we are now seeing pure discounts,” he said.

For instance, Best Buy is flat out selling the Apple iPad 2 for $300, $100 off its regular price.

“We have the best assortment of ads and deals this year,” said Toys “R” Us Chief Merchandising Officer Richard Barry in an interview, adding that the company is putting on the front pages its biggest assortment of the most popular holiday toys, including Furby Boom and Skylanders. “It really covers the hottest products of the year. It’s a much more compelling deal.”

Meanwhile, categories like name-brand appliances this year are also playing a central role in the cast of doorbuster deals. Sears, for instance, has its Kenmore appliances on sale, while HHGregg
/quotes/zigman/462162/delayed/quotes/nls/hggHGG is cutting some Samsung and Whirlpool appliance prices in half.

“You want to make sure you are very compelling for your current customer and for the customer you want to try to entice from your competitors,” HHGregg’s head of marketing Jeff Pearson told MarketWatch. HHGregg is also putting forward a “larger assortment of furniture” than ever before.

On the apparel front, retailers such as sporting-goods retailer Modell’s are boasting of their biggest assortments of “in line” products for Black Friday specials, including some Nike products at half off. Last year, its top ad also promoted Nike fleece — but at 40% off.

“We bought a lot of special deals this year,” CEO Mitchell Modell said in an interview. “This is the most aggressive in pricing we’ve ever been.”

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About Behind the Storefront

Behind the Storefront is a blog about all things retail. It’s aimed at investors, shoppers and anyone else with a passion for learning about what drives consumer behavior. Hosted by Andria Cheng, Behind the Storefront will cover the business, brands and shopping behavior that’s behind some of the biggest companies, and largest employers, in the world. You can reach Andria at Acheng@marketwatch.com.